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hello and welcome wherever you may be in the world my name is ray murphy i'm
the learning support manager for oxford college of marketing and Iím joined today by my
colleagues
Kathy pickup
and jack roberts
kathy has been involved with CIM for
i think she told me over twenty years and shes actually been an examiner for CIM
for ten years for a variety of subjects
um...
Jack has
been involved with Oxford College of Marketing and is our postgraduate
Programme level manager
for the past five years and jack has also been a practitioner in the
financial services industry
working for the banks dare I say Jack for a number of years
and he does assure me that all the problems that
they've experienced recently happened after he left so he has no
responsibility for that
so we're gonna be talking about all three levels
the certificate diploma and postgraduate level for the chartered
institute of marketing
but i want to really start off and talk a little bit about the process
of learning i think it's important that when we talk about
dealing with examinations passing examinations
submitting assignments achieving good marks for that that
it doesn't just happen a few weeks before the exam
or at the stage when you start putting the assignment together
it starts on that first day of learning
i think it's important to understand how we all learn how we absorb information
How we process information so
and how we retrieve that information as well
so the first thing is how do we actually perceive and absorb information
We all see the world in a different way
We all look out and look at
perhaps the same
stimulus but we perhaps we perceive it in slightly different ways 0:01:53.490, 0:01:59.070 and we take in that information into our brain in different ways as well
We store information and organise it in different ways as well perhaps some of
us just
shove it in a big bin and its all just there to try and retrieve at a
later stage but we can never find it
or we might file things away very neatly in files and filing draws and
All indexed
and certainly I think
when you talk to people I know sure you've had experience yourself you'll
know people who are very organised in terms of how they store information
And can easily access it in the brain other people where
the information is there but they canít just
lay the fingers on it today okay so its important to think about that
then we need to think about how we retrieve information
and then apply this information to learning because all that information
effectively is learning
how do we actually apply the information how do we learn and apply that
and use that knowledge and information in the future
And apply it to practical situations
so you need to start that process from day one you need to think about
your own particular
style how you absorb information
perhaps what the blockages are what stops you absorbing information
uh...
what you've got what kind of stimulus you respond to most
appropriately how you store it and how you retrieve the information
we can talk a lot about different learning styles
and theres lots of theories around this and Iím sure you can read about this
And we can talk about this
the writers of the theories are david cole
Honey and mumford, but I put it together into a sort of
Much more simplistic kind of approach and i think people fall into one of
two broad categories
with people who learn by doing
and people
and experimenting and
Thatís the sort of practical approach isnít it
And people who learn by
by reading watching listening to others
and working it out in their own mind so taking it on board reflecting on what's
happening
and actually applying that to
a situation
So thatís the more academic kind of approach isnít it
i think it's important to recognise what your own preferred learning style is
i'm going to tell you a quick story here when i was seventeen i wanted to learn to drive and
I bought a book
which i donít know if its still available probably not called teach yourself
to drive in twenty one days so i read this book i bought it read it cover to
cover
my father thought it was really amusing the that anybody could learn to drive
from reading a book
but that was my approach i could read the book when i got into the car
On my seventieth birthday
I rehearsed it mentally what I should be doing how i changed gear Iíd watched what
my father did he drove and other people and I looked at
how people position cars on the road I had all the theory
i just needed a little bit of practice on it
and i did that and I actually passed my test within six weeks of my birthday
so that was my approach other people would go in and sit in a car
and play around with controls and
And
eventually that they'd look at the highway code and they would
think about it
and that they would get to the same ultimate
final point but in a different route now i think it's important to recognise
What your own preferred learning style is and perhaps if you're a very practical
person
you may be needed to focus a little bit more on the sort of
academic theoretical approach to learning if you very much focus
on the sort of
Theoretical academic approach if you like
maybe need to look at the practical approach
now we see this quite a lot in students who are submitting
Assignments or answering exam questions
that the people who'd often do the more theoretical academic approach
find it more difficult to apply it to a practical situation
in the same way people who very practically orientated in terms of the
learning style
sometimes don't want to bother with the theory let's just go with it
Weíll do this because i think it's going to work and i feel like
It feels right this and they will have Difficulty
justifying their approach that they're taking because the
Theory has been pushed into the background so
Itís important I think to stop and think About your own learning style
your own strengths your own weaknesses
and try to end up with a more balanced approach so whatever your preferred
learning style is
try to perhaps develop this
balanced approach
which
Get you to the final result rather than just relying on one approach
okay i'm going to talk a little bit about how we store memories as well
we
all learning is
based on stored memories and all memories are based on the senses so we
we have
first of all visual memories ok so we have pictures
And if I asked you to sort of recall the last holiday
you had you may will bring to mind um... a picture of that holiday youíre lying on a beach
somewhere or skiing on a ski slope somewhere whatever it may be youíll
have a picture of that
but maybe not maybe what
you remember is the sound of it and
i can certainly
remember i go skiing and i can remember the sound of you know
the skis on the snow and when
i think of the holiday that sort of comes to mind yes i have a visual memory
as well but the auditory memory
is important as well the sound
as is the sort of kinaesthetic sort of side of things kinaesthetic means how it feels
how it feels when I touch this lectern
how it feels emotionally
Thatís so thatís kinaesthetic
and then we have olfactory which is how it smells smells are actually very
important and i'm sure you have all experienced this that you will smell
something that will take you back to childhood you'll remember
something from a long long time ago because of a particular smell
that sort of stimulates
which goes right into that memory you have that memory deep inside your
Unconscious brain
Your unconscious mind
And gustatory is how it tastes as well tastes are very important we can taste
things which
and again like smells they can go back a long time
so we have a combination there
and many people will say oh i'm visual or auditory
Youíre not one or the other you use Them all effectively but it's a good
if you want to try and figure out what
is the predominant style for you what you prefer to do
or what somebody else prefers to do listen to the words that people use
visual people use words like
it looks ok to me or i see what you mean
auditory people in conversation will use words like
I hear what you say it sounds ok to me
Kinaesthetic people use terms like I canít get a grip of that
or it doesn't feel right to me
or as somebody once said to me can you run that train back past me very slowly
we can also so listen to what you say yourself and Iím sure you'll be
able to understand
what are the most important kind of
senses that you use in terms of storing memories
And olfactory people who say its doesnít smell right
Or I donít like the taste of that but thatís not as
Important in terms of learning i'm not suggesting that you learn
marketing theory and knowledge based on some of those senses but
i hope you get the idea about
recognising again in your own mind how you learn now this of course has
implications
in terms of a very visual person will like to look at videos
uh... powerpoint presentations
will like to watch somebody talking about a subject
an auditory person will be quite happy listening to what people say
the visual person will like to read so
the way people learn
i suppose it in a normal classroom situation
we have a variety of learners and some people a visual some people are
auditory
they want different things that's very difficult sometimes to meet all the
needs of these different people
so when you
work out your own approach to learning how you learn
marketing knowledge theory concept and application
you have to to look at what's available and pick up the route to that best suits 0:09:47.270, 0:09:51.150 your own way of absorbing information and storing those memories
And that learning